You have to feel sorry for the people of South Korea. They live under the shadow of a fanatical aggressor to the north. They are pushed around and provoked. How do you stand up to a bully?
Projecting a firm, confident attitude is part of the answer, as demonstrated by President Lee Myung-bak. After the North Korean bombardment of a remote South Korean island, President Lee appeared with his war chiefs... wearing a black leather – leatherette? – tough-guy jacket.
Ah but it's hard to conceal that Lee is a former student body president, CEO of a major corporation, and mayor of Seoul. "Dock worker" or "marine sniper" is not in his resume.
As successful politician, this is Lee's usual attire...
It's obvious which outfit suits the man. (Was the leather jacket hastily borrowed from a larger fellow? Perhaps Lee's driver?)
What we see is important. Outside reflects the inside. But donning a costume – or changing a logo and tag-line – can only have intended impact if backed up by ACTION.